M&S is for everyone, regardless their social background, age, race or health—the retailer supports its diversity philosophy by featuring Seb White, a four year old boy with Down’s Syndrome in its latest Christmas campaign. The ad, which is part of the new kidswear promotion dubbed “The greatest hits this Christmas” is the first ever UK modeling TV spot, featuring a youngster with a learning disability, so it’s a little revolution in business advertising.
Photo: An image from M&S 2012 Christmas campaign, www.corporate.marksandspencer.com
The kid was invited to join the cast after his mom posted on the brand’s page on Facebook, calling M&S to consider her son for the campaign, since disabled children haven’t been featured in apparel promotions before. Seb was invited for a photo shoot for in the catalogue, and performed there so well that the brand invited him to star in the ad. The spot, shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and Jake Nava, the pop music director behind Beyonce’s Single Ladies, airs Wednesday evening, November 7.
“Our initial involvement with Seb was due to the overwhelming response to Caroline’s post on our Facebook page. However, he won his place in our TV ad thanks to the natural charm and magical personality he showed on set at our magazine shoot. All the kids had great fun filming the ad and Seb really was one of the gang—which is exactly how it should be,” commented Steve Sharp, executive director of marketing at M&S.
The new campaign from the brand was inspired by from the popular Christmas compilation album format, and the 50-sec spot will feature five signature tracks (one for each of the five scenes such as “cosy knitwear” and “stylish party outfits”). The compilation will include a totally fresh Rod Stewart cover of the Christmas classic, Have Yourself a Merry Little Christmas. In the ad, kids will unveil models of different shapes, sizes and ages, inspiring customers to buy and wear warm and stylish apparel they can wear the upcoming Christmas season. The ad will be also previewed on the company’s website Wednesday morning.